Post on 12-Feb-2017
WARNING• This is a meta talk.
• you won’t get anything actionable out of it.
• I will not tell you - not even suggest - what to do!
• There probably isn’t a point to this talk.
• This is an alpha talk. After to 10th time it will probably be good.
• anyway a talk is a talk.
Leverage PointsPlaces to Intervene in a System
A guide to "Hebel"
baed on "Thinking in Systems" by Donelle H. Meadows
Franz Enzenhofer• 1984 Developer (C64)
• 1998 Websites (Code, Project, Business, Editor, Sales, …)
• 2004 1st SEO Project
• 2006 SEO
• 2011 www.fullstackoptimization.com“Our goal is to make all SEO companies
- including our own - redundant.”
@enzenhofer
Entwarnung
• This is not a SEO point
Everything that has value
• 5% Knowhow
• 95% Execution
i.e.:
• SEO is solved (400+ Specs by Google)
• or: http://playbook.samaltman.com/
The really big questions
• is not "What?" (should we do / should they do)
• but: "How do we get the the point that we do the right thing?"
CHANGEHow do we
what we are doing?
"Hebel"
• How do we change from what we are doing
• to something else
• that produces more of what we want (<-GROWTH)
• and less of what we don’t want?
Hebel• each on of these "hebel" can be used for good
and bad
• can destroy or create value
• list lists "hebel" by impact, not by ease of use, which is most of the time a tradeoff
• each one is regularly used wrong
Things you need to know• Stocks = Stuff, Ressources, Something that
can be put to use
• Flow = Action, something happens to/at/with Stuff
• Balancing Feedback Loop = Feedback from one Stuff to other Stuff that aims at a goal or keeps stuff in balance
• Reinforcing Feedback Loop = The rich get richter, the more the more, the less the less
It’s wrong
• All models are wrong!
• But some of them are useful! - George E.P. Box
It’s a model andtherefore it’s wrong!
12 - Numbers
12 - Numbers• constants
• parameters
• numbers
• doing more -
• or - less
• of what your currently do
Buffers - the sized of stocks
10. Details
10. Details
• Not changes what you do
• but how you do it
• Change the details of how you put stuff to use.
• (Changing the tiny sub systems)
9. Delays - how fast we get and react to feedback!
9. Delays - how fast we get and react to feedback!
8 Strength Balancing Feedback Loops
7 Reinforcing Feedback Loops (stronger & changing)
6 - New Information Feedback Loops - Who knows what!
5 Rules, Limits & Fixed Processes
5 Rules, Limits & Fixed Processes
4 Self Organization
33 Goals
2 Paradigms
1 Transcend Paradigms
And this is• how i met your mother.
• why you should never ever visit an SEO conference.
• they see SEO as the goal.
• based on stupid paradigms.
• that they never question.
• maintaining a system that creates money for them and not much value for anyone else.
Hebel Liste / List of leverage points• 12 Numbers
• 11 Buffers
• 10 Details of how we do things
• 9 Delays
• 8 Strength Balancing Feedback Loops
• 7 Strength Reinforcing Feedback Loops
• 6 New Information Feedback Loops
• 5 Rules
• 4 Self Organization
• 3 Goals
• 2 Paradigms
• 1 Transcending Paradigms
• each on of these "hebel" can be used for good and bad
• can destroy or create value
• each one is regularly used wrong
Fazit• if you waste most of your time talking about
numbers / parameters your are doing it wrong.
• you will no change anything
• Start with Goals, then go down (FEEDBACK LOOPS FOR THE WIN)
• Question your Goals
• Question how you question your goals
Franz Enzenhofer
• it was a rough day
• now bring on your questions